Nordic online market research firm Userneeds has partnered with Danish esports organization Astralis Group as its new analytics partner. Financial terms were not disclosed. Under the terms of the deal, Astralis will work with the company to gather insights on its fans, sponsors, and collaborators.
Astralis hopes to gain deeper insight into what “drives fan loyalty and how the brand and the various teams are perceived among fans in Denmark and internationally.” Astralis also hopes to increase the value of its commercial partners via the data collected through its own fan database and Userneeds data collected from its panels in Denmark, Sweden, Norway, and Finland.
In October, Astralis secured a commercial partnership with Danish analytics firm Cavea.
Astralis announced in September that it had rebranded all of its teams –Astralis, Future FC, and Origen– under the Astralis name and colors. Astralis competes in Counter-Strike: Global Offensive, FIFA, and League of Legends.